GetGreen Vietnam: towards more sustainable behaviour among the urban middle class

In Vietnam, the middle class is expected to grow from 12 million to 33 million people between 2012 and 2020. The growth causes an increase as well as a shift in consumption. Products that were not accessible or affordable before will become increasingly so, such as cars, dishwashers, meat products and air-conditioning. In urban areas the changes are most prominent and so are the side effects: increased amounts of waste, smog, pollution and use of fossil energy or pesticides.The main objective of this study was to identify sustainable behaviour that followed or did not follow from the intervention project GetGreen Vietnam. 604 urban middle class consumers participated in a series of sustainable consumption trainings. Before, during and after the trainings, quantitative and qualitative data was collected on 90 sustainable actions.64% of the participants self-reported to be engaged in a sustainable action before the intervention and this percentage increased to 80% after. The group environment and activity-based meetings of GetGreen Vietnam project (GGVN) were critical for the success of the intervention. Participants reported that before GGVN certain actions were already habitual as a money saving strategy (e.g. sparse electricity use or food leftovers re-use) or due to past scarcity (e.g. sparse water use). Many participants reported the intention to buy sustainable products but fewer participants took action to do so.A powerful strategy toward more sustainable consumption in Vietnam can be to create more group-based activities around the themes of energy and shopping for food. A twofold approach is needed that both installs new sustainable consumption patterns and keeps old habits rooted in daily rituals. Role models should set an example for the young population and consumers and (Vietnamese) producers should be better connected to increase mutual trust and transparency.